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Case Study in Focus: CA Technologies

  • Margaret Brooks
  • J. J. Lovett
  • Sam Creek
Chapter

Abstract

As community managers, we are often asked: “Why does community matter? And why is it important that there’s an online community for my product?” There are lots of ways to frame responses to these two questions, but at the end of the day the answer to the first question is that your customers are people. It’s important to remember that people are hardwired to be social. Our brains are set up to be rewarded for finding new information, receiving praise, bonding with others, and building up trust between people. As discussed in Chapter 1, the neurotransmitters dopamine and oxytocin in our brains help create and reinforce a sense of belonging and help drive us to have new interactions.

Keywords

Community Leader Online Community Community Site Message Board Page View 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Margaret Brooks 2013

Authors and Affiliations

  • Margaret Brooks
    • 1
  • J. J. Lovett
    • 1
  • Sam Creek
    • 1
  1. 1.GAUS

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